the power of digital platforms

The Transformative Power of!Digital Platforms in the Media Industry

Mobile Weapons of mass distraction  

@kaapin

www.willembreytenbach.com

wbreyten@media24.com

Change

Media Models!

Digital!Platforms!

Consumer Behaviour!

•  The world as we know it is changing •  Digital platforms are evolving to meet our needs

and wants in new ways •  Everything is shifting to mobile

Mobile has become the #1 !mass media in SA in 2013

0

5

10

15

20

25

30

35

2005 2006 2007 2008 2009 2010 2011 2012 2013

Radio

TV

Read Magazines/Newspapers

Landline at home

Mobile phone

Desktop/Laptop

Source: AMPS Adults in million

Mobile has become the #1 !mass media in SA in 2013

Mobile device use is eclipsing !that of PC’s worldwide

We are here

20162000

3 000 000 000

2 500 000 000

2 000 000 000

1 500 000 000

1 000 000 000

500 000 000

2004 2008 2012

Tablets

Smartphones

Personal computers

20050

500

1000

1500

2000

2500

3000

2010 2015

Mobile

Fixed

The future is mobile

Consumer broadband connections

(millions)

Mobile is booming in SA: !Mobile internet users

0.6

2008

5

0

10

15

20

25

2009 2010 2011 2012 2013 2014 2015 2016

1.33.1

5.8

9.5

13.2

16.8

20.1

23.1

Millio

ns

December 2012

34%

66% 61%

39%

December 2013

Explosion of Mobile M24 Magazines Mobile vs. PC growth trends

PC Mobile

Unique Browsers:

MyEdit

•  The MyEdit app has seen an interesting split of digital platform usage

•  This shows that smartphones and mobility are all important to the modern day consumer

70% 30% tablet phone

vs.

Changing Consumer Behaviour

Mobile: More than just calling !and texting device

“Cell users now treat their gadget as a body appendage” -Lee Rainie, Director of Pew Research Centre’s Internet & Life Project

}  

Consumer Behaviour is changing

•  Always ‘plugged in’ – never leave home without smartphone

•  Access to all content •  Instant gratification – I want it now •  Mobility – I can get anything I need from my

smartphone •  Companionship

access the Internet every day on their smartphone

37% would rather give up TV than their smartphone

Source: IPSOS-Markinor

63%   37%  

87%

at work

Smartphones are used everywhere

97% at home

88% on the go

81% in a store

App usage is ubiquitous with:! !

Smartphone users are avid video watchers"

71% of which 11% use video at least once a day

Source: IPSOS-Markinor

17 apps installed on average

7 apps used in the last month

3 paid apps installed on average

Source: IPSOS-Markinor

Misbeliefs

•  There is a myth that mobile advertising does not work. But,

•  We have seen conclusive results and impressive ROI’s:

Content Marketing

•  Content marketing is changing the approach of advertisers

•  The growth of digital, mobile platforms means that advertising has shifted to targeted, personalised engagement that are focussed on building brand loyalty instead of selling products

•  We no longer rely on traditional media to !help us make decisions

•  Our beliefs and decisions are now !reaffirmed by our social graph !and digital ecosystem

•  Our entire outlook is adapting !to our connected !environment

Source: IPSOS-Markinor

told others about it

31% visited the business connected with the business made a purchase

39% 72% 78%

Smartphones are critical !for local business

90% of smartphone users look for local information on their phone

93% take action, such as making a purchase or contacting the business

Smartphones are critical shopping tools with 85% having researched a product or service on their device !

39%

41%

24%

then purchased !via computer

then purchased it offline

then purchased on smartphone

Shopping

The future market

$ 17 Trillion!

$ 2 Trillion! $ 0.9 !Trillion! $ 0.6 !

Trillion!

Media & Entertainment

Travel

Advertising

Retail

Surprises •  The belief is that mobile platforms

are used only for quick-hit !stories and tweets instead of !longform reads

But •  Long reads and mass

consumption of content is also extremely prevalent

•  80% of people said they would watch TV on their phones and 88% said they’d watch movies

Personalisation ‘Articilisation’

Technological algorithms Engagement

TV formats – NetFlix !Not print, not PDF [Not Africa now]

The future of media

Ecosystem of !‘experiences’ !

Growth of mobile consumers  is

eclipsing desktop users.

Many opportunities and challenges

Advertisers’ changing spending patterns – as they

move between advertising media and

platforms

We present relevant

content which delivers

‘experiences’ to the consumer  

Social Media!

Content creates experiences

•  The content that we choose to consume is shaping our ecosystem of experiences

•  This ecosystem means that all the content we want is easily accessible and relevant

•  We know and trust our sources on a personal level

•  Content stays king

Monetise these content ‘experiences’

Advertising

Subscriptions

Commercial Activity

e-commerce

Take Away:

•  Whether you are in Business, Marketing, Medicine, Media, Education, Retail, Advertising, Logistics, Development, Sciences, Engineering, Humanities and everything else:

•  If you are not playing mobile, it is too late, !you are dead

Thank you! For the presentation go to !

www.willembreytenbach.com